Creativity as a Catalyst: Zoë Dawson on Reframing Advocacy Through Storytelling

AW360

In this special episode of the AW360 podcast, recorded live on the final day of Advertising Week Europe 2025 at 180 Studios in London, we’re joined by Zoe Dawson, Associate Creative Director at Shape History—the social impact communications agency behind powerful campaigns for causes that matter.

Zoe takes us inside her work rebranding major advocacy groups like the Refugee Council and shares how her team crafts emotionally resonant, human-centered stories that cut through polarization and drive real-world change. From bold campaign design to scriptwriting for social justice, Zoe explains how creativity isn’t just a tool—it’s a transformative force.

Tune in for insights on empathy-driven messaging, balancing boldness with relatability, and using the power of narrative to reshape public perception.